If the recession wasn’t enough, now restaurants have rising gas prices to worry about. Historically, chain sales decline when gas prices increase. Marketing approaches to lure in patrons include continued discounting promotions, optimistic happy marketing messages and promoting restaurant concepts as “crave-worthy” (translation: drive out of your way for). Competitive differentiation and a brand message that is relevant to today’s patrons’ needs and attitudes will drive sales and share increases and help protect chains from further erosion.
New York Times, 3/3/2011
